AUS
NZ
UK
CA
USA
FRA
GER
ESP
ITA
NLD
PRT
SWE
GRC
IND
POL
BRA
ZAF
RUS
CHN
UAE
A controversial and exclusive concert in South Australia featuring British singer Sam Smith generated $32 million in advertising value, the state government says.
The concert, at a winery south of Adelaide in January was open only to about 200 invited celebrities and social media influencers along with about 100 people who won tickets through interstate radio promotions.
Amid criticism, the state government defended the cash it spent to bring Smith to SA, but revealed only that it was much less than the $1 million figure suggested by the Liberal opposition.
On Monday, Tourism Minister Zoe Bettison released a review of the event which showed television coverage reached 8.3 million people, and influencer content reached 2.4 million.
It also resulted in more than 150 pieces of global media coverage in outlets such as Rolling Stone Magazine and Billboard Magazine.
"The opportunity to partner with a multi-grammy award-winning artist such as Sam Smith provided the opportunity for South Australia to not only garner global recognition but also take precedence over other states who often get these kinds of opportunities offered to them first," Ms Bettison said.
"We delivered a multimillion-dollar advertising benefit and millions of people around the world were introduced to South Australia through their screens and on their radios."
However, the minister said as a result of the review the state's tourism commission had updated its model on how to select social media influencers for such promotions and had introduced a platform to monitor their performance.
It will also implement a new contractural agreement for social media influencers.
Smith's next Australian concert tour will open in Adelaide in October before moving to Melbourne, Sydney and Brisbane.
